MyEvaluations, with over 25 years in the industry, has been a forerunner in providing B2B medical software. Driven by a profound passion to improve healthcare and education, they had developed an extensive suite of solutions for diverse organizational challenges. However, this abundance of offerings led to confusion, both internally and in communicating with prospects. Their enthusiasm for innovation unconsciously obscured their message, making it challenging to convey the unique value of each solution.
Hours delivered back to the business
SOX compliance in Settlement process automation
Success rate of bot case completion
For functional release of OBT, RTS and OGS
The Challenge
The primary obstacle for MyEvaluations was the organizational fog surrounding their numerous solutions. This confusion extended to their sales pitches and materials, which were disorganized and unclear for clients. In a sector with few but dominant players, despite MyEvaluations having superior software, they struggled to concisely demonstrate their edge over competitors. The task at hand was not just to streamline their offerings but also to encapsulate the human-centric nature of their software, a key differentiator lost amidst their outdated branding.
The Cost of Stagnation
Remaining static in a dynamic market was not an option for MyEvaluations. The disconnect between their cutting-edge software and outdated branding was costing them vital business opportunities and the chance to command higher margins. This misalignment needed urgent rectification to maintain their relevance and leadership in the industry.
Transforming Confusion into Clarity
1. Organizing the Offering: We worked meticulously to distill MyEvaluations’ extensive range of solutions into a clear, logical hierarchy. This organization transformed lengthy explanations into concise, impactful communications, dramatically reducing pitch times from hours to mere minutes.
2. Crafting a Product Ecosystem: Our strategy included developing a framework for upselling and cross-selling, making it evident how each product complements and enhances the others. This approach also clarified their competitive advantages, moving beyond vague assertions to concrete, demonstrable benefits.
3. Revitalizing Brand and Messaging: We recognized the disconnect between their innovative software and outdated brand image. However, this update required surgical delicacy to perform. If done incorrectly, a bad rebrand could have destroyed the reputation they have built over the years. The new branding we created resonated with modernity and intuitiveness, aligning with their human-centric software approach, while maintaining the main legacy elements that the industry knew from MyEvaluations.
4. Targeted Marketing Arsenal: We developed a comprehensive suite of marketing materials, each tailored to address the specific needs and interests of various decision-makers and advocates. This ensured that every conversation, pitch, web visit, trade show, and presentation was equipped with the right tools to persuade and convert.
Before
After
Tangible Results
1. Increased Offering Understanding: The reorganization of their product offerings enabled MyEvaluations to communicate their value more effectively, leading to better understanding and interest from prospects.
2. Enhanced Brand Perception: The new branding successfully positioned MyEvaluations as an innovative, intuitive player in the medical software field, correcting previous misconceptions of being outdated.
3. Increased Leadership Focus: The process also facilitated a crucial shift for the CEO and COO, helping them to identify and concentrate on the unique aspects that set MyEvaluations apart as they continue to innovate and market their products.
4. Moving Towards Increased Conversion Rates: With a well-equipped marketing arsenal, MyEvaluations stepped forward into getting significant rise in conversion rates, effectively engaging and winning various decision-makers in their target market.
MyEvaluations: Redefining The Standard in B2B Medical Software
The transformation of MyEvaluations is a prime example of how strategic organization, branding, and targeted marketing can reshape a company’s trajectory. By turning their complexity into a clear, compelling narrative, MyEvaluations has not only streamlined their communication but also reinforced their position as a leader in medical software, ready to meet the ever-evolving challenges of healthcare education.
